Since credit union employees generally wear many hats, ensure your defined strategy and plan is feasible and not overwhelming. The last thing you want to do is bite off more than you can chew and find it hard to keep up with the numerous platforms and fast-paced nature of social media. If it serves you to be on four platforms, great. If one platform is all you can manage, give it your all and be the best on that single platform. Consider creating a calendar/schedule and plan ahead! Many platforms and applications allow you to schedule posts ahead of time.

3. Involve all staff

Multiplication is key to growing your social media followers organically. Think about how many employees are at your institution. Then, think about how many friends or followers they have. This represents a huge potential fan/member base. While employees benefit from your credit union's growth, keep in mind some may be hesitant to jump on this bandwagon. And that is absolutely OK. We have found asking for participation and then rewarding employees can be a fun way to encourage growth and increase comradery. For example, host a competition to see who gets the most likes, offer points for sharing, commenting, etc. and incentivize employees with a gift card or unique prize – a date night, a vacation, a new electronic or even a day off. Make social media fun – and make it unique to your credit union.

4. Capitalize on current social trends

The social media realm is ever-changing. Day to day and moment to moment there are always new topics of conversation. It is your job to distinguish which topics to address in your community. Using hashtags can be specific to you and synonymous with your credit union. For example, at Alabama Teachers Credit Union, we use our tagline – "Learn. Together." – on every post as #learntogether. Also, tie pop culture events to your credit union to garner exposure. Recently, the Olympics were a hot topic. Consider how associating your credit union with community sporting games or popular social challenges will grab attention. As a rule of thumb, stay away from controversial topics (politics, religion or flash-point news stories), which tend to polarize your audience – the opposite of your goal.

5. Don't just post about your credit union

It's not just about you. The word social implies more than one. Be sociable with your audience. Engage, interact and share. Partner with your community associates' social platforms (businesses, chambers, publications) to elevate both brands and build a better connection. They will certainly appreciate the support, and you will begin to see that reciprocated. Who knows? It could even turn into a more robust relationship. Promotional posts regarding loan specials and credit union products and services have a place on social media, but should not be your main focus. Spamming your audience will cause them to hit the unlike button faster than Usain Bolt runs the 100-meter sprint. Instead, concentrate on posting interesting and relevant tips, and news and events that your members will truly want to see. Always ask yourself, "How does this benefit or interest my membership?" before posting.

6. Know your voice and brand

Whenever possible, include pictures and video in posts, which encourage viewers to engage with your message. It is of utmost importance that this imagery appropriately reflects your brand identity in a positive light. What is your brand saying to your viewer? If you have to think long and hard about your brand, it is time to establish one or give your current brand a facelift. Consider hiring an internal graphic designer to help with brand consistency. Your brand always has a voice. Is it saying what you want? Know your voice. Know what you are projecting to your current and potential members.

7. Don't be afraid to be interactive

Oh no! A Grumpy McGrumperson absolutely despises a post we made and wants everyone to know. How do you respond? Turn this negativity into positivity. Do not delete the post (unless it's profane or abusive). Instead, acknowledge the comment and attempt to correct potential wrongdoings. Mistakes are normal and reflect the human side of your organization. If handled correctly, Grumpy McGrumperson could become your strongest advocate. Be aware of fraud, hackers and spam on your page that could be potential landmines to your members through insidious links. Set up notifications to ensure you are aware when people post on your page. Interact with those who aren't negative, too. Thank participants for engaging and show appreciation for posts, comments and shares.

8. Pay to promote

If you want to really be seen, it is now a reality that you must pay for exposure. Don't be afraid to pump some marketing money into ads and page promotion for your credit union. Analytics are available to track these efforts, enabling you to determine ROI. You can target a unique demographic and tailor your posts accordingly. We have seen stellar results from this tactic on a variety of occasions.

9. Study your analytics

Social platforms provide numerous measurements that can aid in direction. Take time to study the analytics from specific posts and activities. What types of posts receive the most reaction? Use this insight as a barometer for future post planning and to continually improve how you serve your social community.

10. Adapt to the ever-changing world

It goes without saying that the social media landscape is ever-changing. What is the next big trend? What is the next new thing? It's anybody's guess, which can be terrifying and exciting all at once. Do your best to keep your pulse on the social society. Read, study and sign up for forums and blogs. We should be lifelong learners, and as we say at Alabama Teachers Credit Union: Always learn, together.

Emily Mayben is marketing director at Alabama Teachers Credit Union. She can be reached at 256-439-3646 or [email protected].